Founded in 1971 and headquartered in the US, Merkle is a privately owned business consulting and services firm with approximately 7,090 employees. A subsidiary of Dentsu, Merkle specializes in data-driven customer experience management (CXM), focusing on personalized customer experiences across various platforms. Its services encompass a range of digital solutions, such as marketing technology (MarTech) platforms, data identity tools, and customer relationship management (CRM) and content management system (CMS) software.
A Merkle report indicated that chief marketing officers globally increasingly see artificial intelligence as transformative across marketing, though opinions diverge on where the most value will be found. Five key areas emerged as those CMOs most anticipate value from. Separately, APT Group and Merkle started a full-scale website migration to Contentful in early 2024, including a redesign featuring higher-quality imagery for luxury travel experiences. The changing landscape of product discovery was also noted, with consumers increasingly using large language models for research and decision-making, unlike the more straightforward SEO, paid search, and social ad approaches of the past. Finally, a Merkle masterclass explored a lifecycle framework and provided tools for designing, orchestrating, and optimizing customer journeys. Tarek Daouk, CEO of dentsu MENAT and President of Merkle SEMENAT, discussed the importance of integrating technological advancements with cultural insights in the marketing industry on a podcast.
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